Unilever's Dove brand has a new entry in its ongoing "Campaign for Real Beauty" campaign - a new effort in Australia that lets women switch out Facebook ads that are downers - beauty ads that feature negative imagery - with uplifting ads that let women eschew beauty industry stereotypes.

In my book, THE ON-DEMAND BRAND, I take an in-depth look at this iconic campaign; interview Laura Klauberg, Unilever's then-SVP of Global Media about some of the astonishing results the campaign has been generating; and examine how the brand reconciles the fact that while Dove is working to help women foster healthy body images, its Axe deodorant and body wash brand, well, not so much.

Why just ride your mountain bike when you can use it to make music, too?

After all, nothing rounds out a rollicking quest for a natural high like adding a pulsating dance mix to those placid hills and valleys. (In truth, this YouTube video isn't so much mountain bike as it is trick bike - and this is certainly a new trick that will thrill certain segments of the consumer republic.)

According to Creativity, Cogoo, a Japense bicycle sharing service, launched the system - called "Turntable Rider" - to enable bikers to set off and mix pre-recorded sounds by performing different actions on the bike.

There's a small fader box, a jog wheel stick, a handbreak soundpad and a mobile app for creating and sharing your creations.

According to the pub, the system makes its premiere at the Kaikoo Popwave Festival 2012. And it is certain to give enthusiasts a whole new kind of street cred.

Ridley Scott's prequel to Aliens included a presentation at TED this year by Peter Weyland - the fictional character played by Guy Pearce - pretending it was from TED 2023. (Minor nit: This looks like actual film, versus the digital video often used for TED videos.)

And it's just part of an elaborate, transmedia campaign that so far includes elements like fake business cards that lead to YouTube videos and Facebook conversations. And don't miss this corporate video for Weyland' Corp's new android, David (below).

As Simon Pulman, CEO of Starlight Runner Entertainment, writes in Ad Age, this effort - from Scott and "Lost's" Damon Lindelof - makes the advertising for the film an extension of the film rather than purely promotional. Best of all, it makes fans part of the effort, enlisting them to spread word of, and dissect, each new component of the campaign.

In my book THE ON-DEMAND BRAND, I look at how Lenelof and then-head of marketing for ABC Entertainment, Mike Benson, used transmedia storytelling to fuel fandemonium among "Lost" fans in the (often long) periods between seasons.

Prometheus looks very cool - and the campaign promoting it looks cooler still.

Sure, last week was all about TNT's hilarious street promo. But so far, this week is kicking off with a stunning performance of a Tupac hologram at Coachella 2012 - and a look at what happens when a flash mob meets digital outdoor signage in the name of freaking people out and making a scene out of what must be astonishingly bad breath. Brilliant.